We set out to increase social currency for LEGO® Friends among an older girl audience, demonstrating that the collection offers both play experiences and themes that cater to many different passion points and girls’ interests. To amplify the narrative based play aspect of LEGO Friends, the idea was to create a fully branded podcast that incorporated reality-based storytelling to retain and reignite older girls’ passion for the LEGO® Friends brand. When it came to creating a connection with our audience, we wanted to focus on more mature topics for discussion including friendship, confidence and growing up to show how LEGO® Friends can grow and evolve with Girls 9-12.
In order to achieve these goals and appeal to the Nickelodeon and LEGO audiences, we created two podcast episodes and presented our messaging in a way that was relatable and fun, an approach that was organic for the LEGO brand and for the Nickelodeon ecosystem. We tapped influencers Jordan Williams and Nicole Laeno as the faces (and voices) of our creative and had them dish about hilarious embarrassing moments, share self-care routines and generally just crack each other up as they talked about life, connecting it back to moments and characters from LEGO® Friends: Girls on a Mission.
The audio version of the podcast was distributed on Spotify, Apple Podcasts, Google Play, iHeartMedia, Stitcher and TuneIn, and a video companion piece lived on Nickelodeon YouTube. Our influencers, Jordan and Nicole, also posted a behind-the-scenes look at the “making of” from their YouTube channels in support of the podcast.
This campaign delivered a total of 3,351,502 impressions on the Nickelodeon YouTube channel and 820K views (42% over-delivery on the guarantee), with 80.8K total hours watched by fans (60 hours more than the average!). The podcast episodes garnered almost 7K total downloads with listeners tuning in from all over the globe, and the fan reviews exceeded all expectations with 4.8/5-star ratings on platforms like Apple. Ancillary cut-downs of the content delivered 9M impressions across Nickelodeon’s Digital Ecosystem (Nick OTT/VOD & Nick YouTube pre-roll). On influencer platforms, we garnered a total of 4.5m impressions with almost 100% positive sentiment. The strong performance not only shows that the content resonated with viewers, but that Nickelodeon, as well as Jordan Williams and Nicole Laeno, enabled LEGO® Friends to connect with the older girl demo, delivering key messaging in a relatable and light-hearted way.